{"id":3401,"date":"2025-07-10T19:00:49","date_gmt":"2025-07-10T17:00:49","guid":{"rendered":"https:\/\/www.karateagency.com\/proyecto\/la-vida-es-mas-vida\/"},"modified":"2025-09-25T12:36:44","modified_gmt":"2025-09-25T10:36:44","slug":"la-vida-es-mas-vida","status":"publish","type":"proyecto","link":"https:\/\/www.karateagency.com\/en\/proyecto\/la-vida-es-mas-vida\/","title":{"rendered":"La vida es m\u00e1s vida"},"content":{"rendered":"\n

For too long, Mahou had lacked a clear territory or defined message, its style and voice out of step with the times.Unlike other brands such as Estrella Damm, Cruzcampo and Estrella Galicia, which all held well-defined positions, Mahou lacked one. After months of work, Alex Pallete and his team at PICNIC put a single keyword on the table: Encounters. Only a leading brand could aspire to own a purpose so broad <\/p>\n\n

The idea was to hum Pau Don\u00e9s\u2019 final song, \u201cEso que t\u00fa me das\u201d, as a way of expressing the importance of being together\u2014above all else. t presented Mahou as a place of encounter, articulating the concept in a way that was authentic, human and optimistic, and closer to the experience of sharing a beer together: \u2018Life is fuller when we come together.\u2019\u201dIn this brand development we began working with real stories, with different types of talent like Amaia or Milena Smit, and with a more cinematic finish aimed at elevating the perception of quality. By making that aestheticized documentary style our own\u2014like DOVE\u2014we established the visual and narrative world that would define Mahou for the years to come. <\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"origen":[21],"class_list":["post-3401","proyecto","type-proyecto","status-publish","hentry","origen-archivo"],"acf":[],"yoast_head":"\nLa vida es m\u00e1s vida • Karate Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.karateagency.com\/proyecto\/la-vida-es-mas-vida\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La vida es m\u00e1s vida • Karate Agency\" \/>\n<meta property=\"og:description\" content=\"For too long, Mahou had lacked a clear territory or defined message, its style and voice out of step with the times.Unlike other brands such as Estrella Damm, Cruzcampo and Estrella Galicia, which all held well-defined positions, Mahou lacked one. After months of work, Alex Pallete and his team at PICNIC put a single keyword […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.karateagency.com\/proyecto\/la-vida-es-mas-vida\/\" \/>\n<meta property=\"og:site_name\" content=\"Karate Agency\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-25T10:36:44+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.karateagency.com\/proyecto\/la-vida-es-mas-vida\/\",\"url\":\"https:\/\/www.karateagency.com\/proyecto\/la-vida-es-mas-vida\/\",\"name\":\"La vida es m\u00e1s vida • Karate Agency\",\"isPartOf\":{\"@id\":\"https:\/\/www.karateagency.com\/#website\"},\"datePublished\":\"2025-07-10T17:00:49+00:00\",\"dateModified\":\"2025-09-25T10:36:44+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.karateagency.com\/proyecto\/la-vida-es-mas-vida\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.karateagency.com\/proyecto\/la-vida-es-mas-vida\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.karateagency.com\/proyecto\/la-vida-es-mas-vida\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/www.karateagency.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Work\",\"item\":\"https:\/\/www.karateagency.com\/work\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"La vida es m\u00e1s vida\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.karateagency.com\/#website\",\"url\":\"https:\/\/www.karateagency.com\/\",\"name\":\"Karate Agency\",\"description\":\"UNDENIABLE TRUTH FOR GROWTH\",\"publisher\":{\"@id\":\"https:\/\/www.karateagency.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.karateagency.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.karateagency.com\/#organization\",\"name\":\"Karate Agency\",\"url\":\"https:\/\/www.karateagency.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.karateagency.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.karateagency.com\/wp-content\/uploads\/2025\/06\/karate_logo_rojo.svg\",\"contentUrl\":\"https:\/\/www.karateagency.com\/wp-content\/uploads\/2025\/06\/karate_logo_rojo.svg\",\"width\":1000,\"height\":288,\"caption\":\"Karate Agency\"},\"image\":{\"@id\":\"https:\/\/www.karateagency.com\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"La vida es m\u00e1s vida • Karate Agency","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.karateagency.com\/proyecto\/la-vida-es-mas-vida\/","og_locale":"en_US","og_type":"article","og_title":"La vida es m\u00e1s vida • Karate Agency","og_description":"For too long, Mahou had lacked a clear territory or defined message, its style and voice out of step with the times.Unlike other brands such as Estrella Damm, Cruzcampo and Estrella Galicia, which all held well-defined positions, Mahou lacked one. 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